Refocus your thinking. Fast-forward two days. A draft of the news release is due to the hospital administrator in four hours. You begin to pore through all your information, reviewing your planning documents, website research findings, and interview notes. Focusing your thinking sharply, you consider The type of story is this shaping up to be, and how to tell it in the most positive way possible for your organization while still truthfully representing it to people on all sides of this issue.


Whether the media is likely to approach it in a positive or negative manner, and how community members are likely to perceive it. The information gaps and anything you need to further investigate or verify. For example, what if you discover that the project is being slowed by costly construction delays?


What if you find out that a small but vocal group of homeless advocates is planning a demonstration on the urgent care center’s opening day? What does all this mean, and how might it impact your story? Write. Finally, it’s time. You think one more time about what you want to say, how to best say it, and where you will start. Moving to the Message corner of the Professional Strategy Triangle, you once again consider situation and audience.


What type of message best addresses this situation and all of the concerned stakeholders who are interested in the new urgent care center?